7 Powerful Press Release Tactics to Strengthen Off-Page SEO
Key takeaways
Among the many things your business can do to strengthen its off-page SEO, press releases are a solid choice.
Press releases offer a direct way to share news, build credibility, and attract those all-important backlinks. However, this approach still has its challenges. For example, the discernment of search engines and the fullness of journalists’ inboxes require press releases to be highly accurate and compelling.
This week, we’ll explore seven best practices for press releases so that they pack a stronger punch for your off-page SEO performance.
Let’s dive in:
1. Choose genuinely newsworthy topics
In order to yield meaningful results, you must choose genuinely newsworthy topics for your press releases. These are more likely to attract the attention of journalists, bloggers, and reputable websites, increasing the chances of earning high-quality backlinks.
A well-conceived press release that shares timely, relevant, and exciting company information encourages others to share or link to it, which can boost your website’s authority and drive organic traffic.
For example:
✅ Your newly implemented AI tool will cut customer waiting times by 70%
✅ Your business has received an award for its product quality
✅ You’re about to launch a sustainability initiative
Meanwhile, topics lacking in substance or significance are unlikely to be picked up or shared, reducing any notable impact on SEO:
❌ Your company hosted a picnic lunch to commemorate its 3rd anniversary
❌ Your payroll software has been updated in a minor way
❌ Your office has been renovated
Press releases are public-facing documents that represent your brand and, therefore, its reputation is at stake when attached to online content. If content is trivial, it won’t have the believable ‘wow factor’ you’re aiming for. Press releases should be reserved for moments in your business’s lifespan that are exciting and significant – and not just for itself; updates may be relevant to your industry as a whole. Press releases that maintain this focus will contribute more to nurturing your business’s credibility.
When deciding on topics for your upcoming press releases, consider if they position your business as a trustworthy authority. Does the topic show your business is growing or focusing more on what customers want most? Will your business appear to be innovative and constantly improving?
Not only will meaningful topics be genuinely interesting to readers, but they’ll also ensure a higher return on your investment.
2. Send your press release to the right recipients
When your press release is ready to go, you’ll need to send it to the right recipients for it to achieve its intended impact.
Targeting the correct audience, such as journalists, bloggers, or industry influencers, increases the likelihood of your press release being published, shared, or linked to. Even the most well-crafted press release will go unnoticed if it ends up in the inbox of someone who has no interest or relevance to the topic. By reaching the right people, you can amplify your message, gain credible backlinks, and boost off-page SEO efforts effectively.
Relevance not only increases the chances of publication but also helps foster long-term relationships with media professionals and influencers. It positions your business as a credible source of valuable information, making it more likely that they will cover your news in the future.
Start by researching your target audience thoroughly. Identify journalists, bloggers, and influencers who regularly cover topics related to your industry and compile a list of their contact details. Personalise your outreach by referencing their recent work or explaining why your news is a good fit for their audience. Avoid sending mass emails, as they are more likely to be ignored. Instead, tailor your message to demonstrate that you’ve considered the recipient.
Using media databases and press release distribution services (e.g., Cision) can also help streamline the process, but it’s crucial to choose platforms that allow for targeting by industry, location, or niche.
Additionally, timing matters. Send your press release when recipients are likely to review their inboxes, such as mid-morning on weekdays. Following up respectfully can also make a difference in ensuring your press release gets noticed.
3. Write a compelling headline
The first thing your recipients will see is your press release’s headline. Its quality will determine whether they open or ignore it. Unfortunately, journalists’ inboxes are often flooded with press releases and pitches, and they only have limited time and attention to skim through them.
If the headline isn’t engaging, clear, and relevant, your press release risks being ignored, no matter how valuable the content may be.
Your headline should provide a concise and enticing preview of the content while appealing to the recipient’s interests. For example, a vague or generic headline like New Product Launch is unlikely to grab attention, whereas Tech Startup Unveils AI Tool That Cuts Costs by 50% for Small Businesses is more specific, informative, and intriguing.
Headlines that are overly long, ambiguous, or lack a clear focus are likely to be skipped in favour of more immediately engaging alternatives. To create an effective headline, focus on the key takeaway of your press release and why it matters. Use action-oriented language, include relevant statistics or outcomes when possible, and avoid jargon. Consider what makes your news unique or timely and highlight that.
4. Provide key information right away
Press releases aren’t the type of content that should be coy or mysterious. You’ll need to provide the key facts early on.
One approach is to address the ‘5 Ws’ in the first paragraph (i.e., Who, What, When, Where, and Why). This will first help to establish the content’s relevance and value to journalists, but it also makes for a highly informative read for intended audiences.
Imagine that you are reporting the news; press releases that are clear in this way establish credibility and professionalism. Those that waffle or are overly story-like will be laborious for readers and your genuinely interesting message could be lost. If key information is at the top of your press release, then even readers who don’t finish the whole thing will still walk away with an understanding of the announcement.
This practice aligns with the inverted pyramid style often used in journalism, which starts with the most important details and then delves into supporting information afterwards.
5. Avoid hyperbole
Leading on from that news-style tone, you should avoid language that could be described as hyperbolic. Over-the-top claims or exaggerated language can undermine trust with journalists and readers, who value objectivity and truthfulness. Journalists, in particular, are trained to recognise and dismiss promotional fluff, and a press release that leans too heavily on hype and promotion may be seen as a marketing pitch rather than a legitimate news story. This can result in the press release being ignored or even damaging your brand’s reputation.
Instead of using hyperbole, businesses should aim to be confidently realistic and let the facts and statistics speak for themselves. Hard data, measurable outcomes, and concrete details are far more compelling and trustworthy than subjective claims.
For instance, stating, Our new software reduces processing times by 40% compared to industry averages is far more impactful and credible than saying, Our revolutionary software is a game-changer that will transform your business! The former provides specific, verifiable value, while the latter sounds overly promotional and vague.
Sticking to the facts also ensures the press release maintains a professional tone and aligns with journalistic standards. Journalists prefer clear, unbiased information they can work with to craft their own narratives. By presenting a balanced, factual perspective, you make it easier for them to see the value of your story and share it with their audience.
Hyperbolic language can even go as far as making your business seem untrustworthy or deceptive since it’s hamming up the facts to improve its image. Confidently presenting realistic outcomes backed by evidence ensures your business emits trustworthiness and can actually deliver on its promises.
6. Use quotes to express opinions
One way you can get away with using hyperbolic language is to keep it to quotes.
For example, your press release might include quotes from company executives, team members, or even customers. These are a great opportunity to express opinions, enthusiasm, and subjective perspectives without coming across as over-the-top.
Since quotes are attributed to a specific individual, readers will naturally understand them as personal viewpoints rather than objective facts, which makes them an acceptable and often valuable way to add personality and emotion to a press release.
For example, an executive might say, “We are thrilled to introduce this groundbreaking product that we believe will redefine convenience for our customers.” While the term ‘groundbreaking’ might seem excessive if used in the main body of the release, it is perfectly acceptable and even expected in a direct quote.
Similarly, it will be acceptable to include a customer testimonial that says, “This software has completely streamlined our workflow and saved us hours every week,” because it comes from a person with real experience of your business.
Aside from being an excuse to be hyperbolic, quotes also make press releases more engaging by adding texture and authenticity to the content. Without quotes from real people that convey values or feelings, purely factual writing may lack emotional resonance.
It’s important to ensure that quotes still align with the overall tone of the press release and don’t include unsupported claims. While they allow for some subjectivity, they should complement the factual content rather than exaggerate it. Well-crafted quotes strike a balance between enthusiasm and realism.
7. Describe and link to your business
The final best practice you shouldn’t forget when creating press releases is to describe your business and make yourself contactable to readers.
Whether it’s journalists, potential customers, or significant people in your industry, leaving an email address and a link to your website at the bottom of the content allows readers to make contact. They might want to explore your company or offerings further, access additional resources, verify the information in the press release, or join your network. Giving readers this opportunity can drive traffic to your site and improve SEO and/or conversion rate, which is exactly the sort of thing you’d hope to gain from a press release.
Journalists might even want to reach out for further information or with interview opportunities. Whatever it is, you want to make it as easy as possible for readers to reach out.
The other main thing to include is a description of your business, sometimes referred to as a ‘boilerplate’. At the bottom of your press release, include a brief description of your company’s background, mission, and expertise. This information provides context, credibility, and an opportunity to promote your business further.
Final thoughts
In summary, a well-crafted and effective press release will:
- Be reporting a genuinely noteworthy piece of company news
- Be sent to the optimal recipients in a non-pestering manner
- Be headed by a compelling and factual one-liner
- Be facts-first and written in a news-like way
- Not be hyperbolic or overly promotional, excepting in a small number of quotes from relevant people
- Give readers information about your business and a way to contact you
Including these elements will ensure your press release achieves its goals of engaging and informing readers, promoting your business as an authority, and attracting desirable backlinks.
For further assistance with your SEO, marketing, or website needs, reach out to us here at purpleplanet.
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